Jody Orsborn co-founded The Backscratchers, which connects brands and agencies like Red Bull, Spotify, BBH, AMV BBDO and Unilever with industry-approved freelance and team talent for projects. She was chosen as one of the UK\u2019s Top Women Entrepreneurs by CNBC and a \u2018One To Watch\u2019 in Tech City News\u2019 International Hall of Fame.<\/p>\n
Q: Why should agencies\/advertisers enter the World Media Awards?<\/strong><\/span> Q: \u00a0What will you be looking for from the entries?\/What will make a winning entry?\/What does great branded content look like?<\/span> <\/strong> Q: \u00a0Are there any issues around ownership of branded content depending on who authored it? What does this mean in terms of copyrights, who can share it and where you can share it?<\/span><\/strong> Q: \u00a0Do content-driven communications work better for brands in some industry sectors than others?<\/strong><\/span> Q: How do you balance what needs to be carried out from head office and what needs to be carried out locally in international content campaigns?<\/span><\/strong>
\nJody:<\/span> It\u2019s a great chance to have your work seen by a jury of your peers and potential clients.<\/p>\n
\nJody:<\/span> I will be looking for work that stays with me, whether it brings insight, makes me laugh, makes me pause\u2026I want to be surprised and inspired .<\/p>\n
\nJody:<\/span> It depends on how many partners there are. If you are a brand, a publication and pull in potentially an agency and an influencer\u2026things can get massively complicated and the meaning can get diluted while trying to appease all of the different stakeholders. Particularly when you get an influencer or personality involved who have their own brand to promote and protect.<\/p>\n
\nJody:<\/span> Lifestyle brands are well-placed for doing branded content , however, I think that financial brands are as well\u2026.as they are in a good position to be able to offer advice and tips which can work quite well in branded content. The most important thing is that the content feels natural to a brand and like It feels authentic coming from them. For example, Red Bull doing action sports makes sense. A makeup brand, not so much. The right content and the right partnerships is what works.<\/p>\n
\nJody:<\/span> It\u2019s tricky! It\u2019s about making sure that those discussions are happening from the start of any campaign\u2026not as an afterthought once the first campaign is created and then you need to figure out retroactively how to make it work for other regions. It\u2019s rarely ever works that way! International needs to be considered from the start.<\/p>\n